UNIVERSITY    OF   CALIFORNIA 

COLLEGE    OF    AGRICULTURE 

AGRICULTURAL   EXPERIMENT  STATION 

CIRCULAR  No.  217 
January,  1920 

METHODS   FOR   MARKETING   VEGETABLES 
IN   CALIFORNIA 

By  STANLEY  S.  ROGERS 


TABLE  OF  CONTENTS  PAGE 

Introduction 2 

Classes  of  Markets 3 

Fresh  Vegetable  Market 3 

Methods  of  Selling  Vegetables  to  the  Fresh  Market 4 

Factors  to  be  considered  in  Choice  of  Methods 4 

Selling  directly  to  the  Consumer 4 

Selling  to  Stores,  Hotels,  etc 5 

Selling  in  Carload  Lots 6 

Advantages 6 

Disadvantages 7 

Planning  the  Garden 7 

Methods  of  Selling  Fresh  Vegetables  in  the  Markets 7 

Selling  on  Consignment 7 

Advantages 8 

Disadvantages 8 

Selling  F.O.B.  Shipping  Point 8 

Advantages 8 

Disadvantages 9 

Selling  F.O.B.  Destination 9 

Selling  by  Contract 9 

Shipping  Independently 10 

Vegetable  Marketing  Organizations 11 

Conditions  under  which  to  Organize... 11 

Advantages  of  Growers'  Associations 12 

Difficulties  of  Establishing  Organizations • 13 

Methods  of  Organizing 13 

Duties  of  President 13 

Duties  of  Board  of  Directors 13 

Duties  of  the  Manager 14 

Packing-House  Foreman 14 

Duties  of  the  Fieldman 14 

Growers'  Relations  to  Association 15 

Methods  of  Financing 15 

Methods  of  Selling 16 

Leading  Varieties  of  Vegetables  for  California 16 

Seasons  in  which  various  vegetables  are  in  most  demand 16 

Marketing  Requirements  of  Vegetables 18 

Producing  Vegetables  for  the  Cannery 19 

Producing  Vegetables  for  the  Drier 19 


UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 


INTRODUCTION 

Those  who  are  contemplating  producing  vegetables  for  the  market 
as  well  as  those  who  have  vegetables  growing  or  ready  for  the  market 
should  study  the  methods  by  which  they  may  dispose  of  their  crops. 

Many  are  successful  growers  but  fail  to  dispose  of  their  products 
in  a  manner  that  will  bring  remunerative  returns  for  the  effort 
expended.  This  condition  is  commonly  due  to  the  large  quantities 
grown  by  inexperienced  persons  who  were  attracted  to  this  form  of 
agriculture  by  the  heavy  demand  for  vegetables,  but  who  discovered 
that  it  was  much  easier  to  grow  their  crops  than  to  sell  them  advan- 
tageously. By  a  careful  survey  of  the  probable  causes  for  many  of 
the  failures  the  writer  found  the  following  conditions  existing :  Quality 
far  below  standard,  amounts  too  small  to  be  attractive  to  wholesale 
buyers,  yet  too  large  for  local  consumption;  crops  maturing  during 
seasons  when  the  markets  are  over-supplied;  growing  undesirable 
varieties,  use  of  low-grade  seed,  and  packing  in  an  unmarketable 
manner. 

Even  for  the  successful,  experienced  gardener  there  are  certain 
months  in  which  he  is  sometimes  unable  to  dispose  of  his  products  to 
advantage.  It  is  imperative,  when  planning  the  garden,  that  the 
following  conditions  should  be  carefully  studied :  In  any  locality  there 
are  always  seasons  when  the  demand  for  certain  vegetables  will  insure 
a  satisfactory  profit  and  the  planting  calendar  should  be  arranged  as 
nearly  as  possible  to  meet  this  condition.  The  choice  of  a  suitable 
variety  is  of  vital  importance,  for  the  same  variety  is  not  always 
adapted  to  all  sections  of  the  state  and  the  market  demands  are  so 
exacting  that  the  grower  should  know  the  one  which  is  most  desired 
by  the  buyers. 

It  is  common  for  the  novice  to  endeavor  to  grow  new  and  untried 
varieties  in  order  tr>  have  something  different  from  his  competitors. 
This  is  often  disastrous,  for  it  is  impossible  for  a  grower  to  make 
any  radical  changes  in  the  market  demands  which  have  been  estab- 
lished for  years,  and  he  should  endeavor  to  meet  these  demands  as 
closely  as  possible. 

The  question  of  quality  has  always  been  and  will  always  be  of  first 
importance;  no  grower  can  attain  permanent  success  if  this  is  over- 
looked. It  is  sometimes  true  that  when  the  demand  is  very  great 
one  may  sell  to  good  advantage  vegetables  which  are  not  up  to 
standard,  but  as  the  market  becomes  better  supplied  the  question  of 
quality  is  of  more  importance  in  about  the  same  ratio  as  the  demand 


[Circular  217]        methods  for   marketing  vegetables  3 

is  being  met.  As  the  markets  become  glutted,  the  one  who  has  the 
desirable  quality  can  sell  at  least  to  fair  advantage,  while  the  careless 
grower  is  unable  to  dispose  of  his  crop  at  any  price.  The  importance 
of  putting  up  an  attractive  and  uniform  pack  cannot  be  overestimated. 

It  is  impossible  for  any  grower,  regardless  of  his  former  experience, 
to  produce  vegetables  of  good  quality  unless  favorable  soil,  moisture 
and  climatic  conditions  are  present,  and  these  cultural  requirements 
must  be  thoroughly  known  before  the  final  choice  of  crops  is  made. 
It  is,  therefore,  imperative  that  the  grower  should  have  a  thorough 
knowledge  of  his  local  conditions.  The  desired  information  may  be 
obtained  from  the  local  vegetable  gardeners,  successful  growers  of 
home  gardens,  from  seed  catalogues,  the  produce  men  in  the 
community,  or  the  various  county,  state  and  national  agricultural 
organizations. 

Although  each  of  the  foregoing  conditions  are  of  extreme  impor- 
tance, the  use  of  high-grade  seed  true  to  type  and  selected  from  plants 
as  nearly  ideal  as  possible  cannot  be  overemphasized  as  this  is  a 
fundamental  factor  in  the  production  of  vegetables  of  choice  quality. 

CLASSES    OF    MARKETS 

The  California  vegetable  grower  has  three  large  channels  through 
which  to  market  his  produce:  (1)  the  fresh  vegetable  market,  (2)  the 
canneries,  (3)  the  dehydrators  or  vegetable  driers.  The  choice  de- 
pends wholly  upon  the  conditions  under  which  the  vegetables  are 
grown,  as  may  be  seen  by  the  following  discussion. 

Fresh  Vegetable  Market. — By  this  form  of  selling  one  disposes  of 
the  fresh  vegetables  to  wholesale  distributors,  stores,  hotels,  or  families. 
A  few  of  the  advantages  of  selling  vegetables  by  this  method  are  that 
(1)  smaller  quantities  may  be  sold  than  by  the  other  methods,  (2) 
opportunity  to  take  advantage  of  a  sudden  rise  in  prices,  (3)  con- 
tinuous income  and  quick  returns,  (4)  large  profits  often  realized. 
The  chief  disadvantage  lies  in  the  impossibility  of  judging  what  the 
market  demand  will  be  at  the  time  of  harvesting,  and  occasionally 
the  grower  may  be  unable  to  dispose  of  his  crop. 

The  growers  producing  vegetables  for  the  fresh  market  are 
dependent  upon  the  demand  and  supply  at  time  of  harvesting,  and 
although  they  may  have  an  opportunity  to  realize  a  satisfactory  and 
often  very  large  net  profit  per  acre,  yet  conditions  are  sometimes 
reversed  to  the  extent  that  the  grower  fails  to  receive  the  amount 
necessary  for  the  production  or  even  the  cost  of  harvesting  of  the 
crop.     The  factors  which  establish  the  price  of  a  vegetable  are  not 


4  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

necessarily  influenced  by  the  supply  in  any  one  district,  but  are 
directly  controlled  by  the  supply  and  demand  in  the  distant  markets 
in  which  the  vegetables  are  sold.  This  was  very  clearly  exemplified 
in  the  celery  market  a  few  years  ago.  At  that  time  the  acreage 
devoted  to  this  crop  in  California  was  much  larger  than  formerly,  yet 
the  growers  received  higher  returns  than  were  paid  in  the  past.  The 
price  the  California  onion  grower  receives  is  largely  dependent  upon 
the  acreage  and  the  condition  of  the  crop  in  Texas,  and  not  necessarily 
by  the  acreage  in  this  state.  A  sudden  calamity,  such  as  a  heavy 
frost,  floods,  drouth,  damage  caused  by  insects  or  disease,  to  a  large 
area  in  a  competing  state  will  occasionally  double  the  ordinary  price 
received  by  the  California  grower.  The  1919  crop  of  Bermuda 
onions  in  Texas  was  seriously  damaged  during  the  season  and  advanced 
from  $1.75  to  $3.50  per  crate  to  the  Bermuda  onion  growers  in 
California. 

Methods  of  Selling  Vegetables  to  the  Fresh  Market. — There  are 
three  methods  of  selling  vegetables  in  the  fresh  market:  (1)  selling 
directly  to  the  consumer,  (2)  selling  to  stores,  hotels,  restaurants, 
etc.,  and  (3)  selling  in  carload  lots  for  shipment. 

Factors  to  be  Considered  in  Choice  of  Methods. — Before  definitely 
deciding  for  which  market  one  should  grow  there  are  many  factors 
which  should  be  considered,  and  this  choice  is  one  of  the  most  com- 
mon causes  for  success  or  failure.  The  size  of  the  garden,  location, 
distance  from  markets,  size  of  local  markets,  labor  and  capital,  crops 
which  may  be  successfully  grown,  soil,  moisture,  climate,  experience 
of  the  grower  and  amount  of  gardens  in  the  immediate  locality  should 
be  known. 

SELLING    DIRECTLY    TO    THE    CONSUMER 

By  this  method  of  selling  one  disposes  of  the  products  directly  to 
the  families  by  whom  they  are  consumed.  The  chief  advantage  of 
selling  vegetables  in  this  manner  is  that  the  grower  realizes  a  much 
higher  price  for  his  products  than  by  any  other  method. 

When  lettuce  brings  12  V2  cents  per  dozen  in  the  wholesale  markets, 
for  example,  the  grower  can  often  receive  30  to  60  cents  per  dozen 
from  the  wagon.  Similar  advancements  in  other  vegetables  are  gen- 
erally realized.  The  principal  disadvantages  of  this  method  are  the 
overhead  expenses  incurred  by  selling,  the  extra  work  in  harvesting, 
cleaning,  bunching,  and  the  loss  from  unpaid  bills.  This  method  is 
most  desirable  in  towns  which  depend  largely  upon  distant  markets 
for  their  vegetable  supply;  as  a  consequence  the  quality  is  somewhat 


[Circular  217]        methods  for   marketing  vegetables  5 

impaired  from  shipment  and  will  not  compete  favorably  with  that 
of  the  well-grown  local  truck  fresh  from  the  garden. 

In  planning  the  garden  to  produce  a  crop  for  this  market  it  is 
essential  that  a  large  assortment  of  vegetables  be  raised  with  limited 
amounts  of  each,  and  successive  plantings  should  be  practiced. in  order 
to  have  a  continuous  supply.  Special  attention  should  be  given  to 
quality  and  crops  grown  out  of  season.  It  is  also  imperative  that 
regular  trips  be  made  so  that  the  customers  may  be  able  to  depend 
upon  getting  their  supplies  continuously.  Where  possible,  the  follow- 
ing crops  should  be  raised :  artichokes,  asparagus,  beans,  beets,  cab- 
bage, carrots,  cauliflower,  celery,  corn,  cucumbers,  eggplant,  lettuce, 
melons,  onions,  parsley,  parsnips,  peas,  peppers,  potatoes,  pumpkins, 
radish,  rhubarb,  spinach,  squash,  tomatoes,  and  turnips. 

The  most  desirable  size  of  the  garden  depends  largely  upon  the 
market,  varieties  of  vegetables,  labor  and  capital  supply.  It  is  pos- 
sible to  make  a  satisfactory  living  from  five  acres  of  vegetable  garden 
suitably  located  and  managed,  but  ten  acres  is  preferable,  especially 
if  considerable  quantities  of  cabbage,  corn  and  potatoes  are  to  be 
produced. 

The  garden  should  be  within  easy  hauling  distance  of  the  market 
as  the  added  distance  of  hauling  will  add  materially  to  the  operating 
expenses.  From  one  to  five  miles  is  preferable,  but  if  an  auto  truck 
is  used  the  distance  may  be  lengthened  with  no  detrimental  results 
to  ten  or  fifteen  miles. 


SELLING    TO    STORES,    HOTELS,    ETC. 

In  many  localities  of  California  this  is  preferable  to  the  other 
methods,  as  the  stores,  hotels,  etc.,  will  take  muc  hlarger  quantities 
than  the  retail  market  and  the  prices  received  are  usually  higher 
than  if  handled  in  carload  lots.  The  expense  of  delivery  is  compara- 
tively low  and  a  considerable  acreage  may  be  cared  for  successfully. 
The  garden  may  be  operated  advantageously  at  a  greater  distance 
from  the  market  than  by  the  former  method,  thereby  making  it 
possible  to  produce  the  crops  on  less  expensive  land.  As  a  rule,  the 
storekeepers,  especially  in  isolated  localities,  prefer  to  secure  locally 
grown  vegetables  rather  than  those  shipped  in  from  considerable 
distances  and  will  generally  allow  the  gardener  the  same  price  which 
he  pays  the  distributors  plus  the  cost  of  shipment.  With  satisfactory 
conditions  as  described  above  there  are  no  serious  disadvantages  of 
marketing  by  this  method. 


b  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

In  planning  the  garden  for  this  market  it  is  important  to  have  as 
large  an  assortment  of  vegetables  as  possible  and  the  seeding  should 
be  done  in  such  a  manner  that  a  continuous  supply  may  be  delivered, 
for  should  the  buyer  be  obliged  to  send  away  for  a  few  vegetables  the 
tendency  will  be  to  gradually  rely  upon  the  larger  markets  for  his 
stock.  The  same  assortment  of  vegetables  should  be  grown  as  listed 
on  page  16.  The  size  of  the  garden  will  depend  largely  upon  the 
market  demands,  crops  grown,  capital  labor  supply,  etc.,  but  the 
usual  size  garden  varies  from  ten  to  twenty  acres.  Should  the  grower 
desire  to  produce  more  of  a  certain  vegetable  than  the  local  market 
will  purchase  an  acreage  large  enough  should  be  planted  to  make  it 
attractive  to  the  wholesale  buyer.  This,  however,  should  not  be  done 
at  the  expense  of  supplying  satisfactorily  the  demands  of  the  local 
customers. 


SELLING    IN    CARLOAD    LOTS 

By  this  method  of  selling  the  vegetables  are  shipped  in  carload 
lots,  usually  only  one  kind  in  each  car.  There  are  many  localities  in 
Calif orina  specially  adapted  to  growing  one  or  more  kinds  of  vege- 
tables which  compete  successfully  with  those  produced  elsewhere  in 
this  and  other  states.  Owing  chiefly  to  the  improvement  in  the  various 
selling  and  shipping  organizations  these  vegetables  find  a  ready  mar- 
ket throughout  many  parts  of  the  United  States.  The  eastern  demand 
for  California-grown  vegetables,  such  as  lettuce,  spinach,  cauliflower, 
cabbage,  celery,  asparagus,  onions,  etc.,  produced  during  the  winter 
and  spring  has  been  so  urgent  that  the  crops  grown  under  favorable 
conditions  have  as  a  rule  returned  very  satisfactory  profits  to  the 
grower. 

Advantages. — The  location  of  the  garden  is  independent  of  the 
local  demand,  and  as  the  farms  may  be  situated  in  rural  districts  the 
land  rentals  and  values  are  often  much  below  those  on  land  producing 
vegetables  for  the  local  markets.  Usually  large  quantities  of  one 
or  more  vegetables  are  grown,  making  it  possible  to  secure  valuable 
information  from  old  established,  experienced  growers,  and  from  the 
representatives  of  various  selling  organizations  who  usually  have 
experienced  men  continually  in  the  locality.  A  grower  producing 
vegetables  for  this  market  seldom  has  over  two  kinds  growing  at  the 
same  time,  and  as  a  result  he  becomes  a  specialist  in  growing  certain 
crops  and  hence  becomes  more  proficient.  It  is  usually  easier  to  secure 
experienced  help  than  when  a  larger  assortment  is  grown. 


[Circular  217]         METHODS    FOR    MARKETING    VEGETABLES  7 

Disadvantages. — The  chief  disadvantage  is  the  greater  liability 
of  failure  owing  to  the  small  number  of  vegetables  grown  and  the 
larger  amount  of  each.  Further,  the  liability  to  loss,  by  a  sudden 
attack  of  disease,  extremely  hot  or  cold  weather,  or  over-supplied 
market,  is  much  greater  when  a  few  kinds  are  being  grown  than  where 
one  grows  a  large  assortment. 

Planning  the  Garden. — In  planning  the  garden  it  is  important 
that  large  enough  quantities  of  each  vegetable  be  grown  to  make  it 
possible  to  ship  in  carload  lots.  As  the  grower  will  be  under  heavy 
expense  owing  to  the  large  acreage  planted  he  should  be  sure  the  crop 
he  has  selected  will  produce  satisfactorily  in  yield  and  quality,  for  the 
competition  in  these  long  distance  markets  is  more  keen  than  is  com- 
monly found  when  selling  locally. 

The  importance  of  location  cannot  be  overestimated,  for  unless  the 
soil,  moisture  and  climatic  conditions  are  congenial  to  the  crops  grown, 
the  quality  of  the  products  will  be  inferior.  "Where  possible,  only 
those  vegetables  which  have  proved  to  be  adapted  for  the  immediate 
locality  should  be  planted  and  it  is  desirable  to  locate  in  a  district 
from  where  large  quantities  are  being  shipped.  Nearness  to  town  is 
of  little  importance  as  compared  to  the  distance  from  a  desirable 
packing  house  or  shipping  point.  The  growing  of  a  large  acreage 
of  one  vegetable  is  a  specialized  business  and  should  not  be  undertaken 
by  one  who  has  not  had  considerable  former  experience  as  the  profits 
or  losses  are  largely  dependent  upon  the  time  of  maturity  and  quality 
of  the  crops  grown.  The  most  desirable  size  of  the  garden  depends 
upon  the  previous  experience  of  the  grower,  crops  to  be  grown,  capital, 
labor  supply,  etc.  Some  growers  plant  five  or  ten  acres,  while  others 
will  have  several  hundred  acres  of  one  vegetable.  The  most  common 
size  garden  varies  from  twenty  to  sixty  acres. 

METHODS    OF   SELLING    FRESH    VEGETABLES    IN    THE    MARKETS 

There  are  five  principal  methods  of  disposition:  (1)  selling  on 
consignment,  (2)  selling  f.o.b.  loading  station,  (3)  selling  f.o.b.  des- 
tination, (4)  selling  by  contract  drawn  up  prior  to  planting  or  before 
crop  is  matured,  and  (5)  shipping  independently. 

SELLING     ON     CONSIGNMENT 

When  marketing  by  this  method  the  crops  are  shipped  to  a  com- 
mission merchant  who  finds  a  purchaser  and  takes  out  of  the  gross 
returns  all  transportation  and  delivery  charges  and  retains  a  certain 


8  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

percentage  as  his  share.  The  grower  does  not  know  the  destination 
of  the  car,  nor  the  purchaser,  and  will  not  receive  his  remuneration 
until  the  produce  is  sold. 

Advantages. — By  this  method  the  grower  profits  by  the  marketing 
experiences  and  organization  of  the  shipper  and  will  obtain  the  highest 
possible  price  for  his  product  provided  he  deals  with  a  well-organized 
distributor  who  bears  a  reputation  for  honesty  and  successful  market- 
ing. This  method  is  specially  advantageous  to  the  large  shipper  or 
to  one  who  is  a  member  of  an  association  which  handles  a  large  amount 
of  truck.  If  the  market  advances  during  the  time  required  for  ship- 
ping to  distant  markets,  which  usually  takes  from  seven  to  fourteen 
days,  the  grower  gets  the  benefit. 

Disadvantages. — The  chief  disadvantage  is  the  uncertainty  of  the 
price  which  the  market  will  offer  and  it  may  sometimes  happen  that 
the  grower  will  not  receive  an  amount  sufficient  to  defray  the  trans- 
portation and  other  charges.  A  grower  shipping  through  an  inexperi- 
enced commission  house  may  lose  by  the  latter 's  poor  organization 
or  judgment.  The  chance  of  losses  through  dishonesty  is  greater  by 
this  method  than  the  others  and  the  grower  should  investigate  thor- 
oughly the  reputation  of  the  firm  through  which  he  is  shipping. 

SELLING    F.O.B.    SHIPPING    POINT 

By  this  method  of  disposition,  the  grower  sells  his  crop  for  cash 
at  the  time  of  delivery  to  the  car  or  boat  and  all  transportation  and 
future  charges  are  paid  by  the  purchaser.  The  buyer,  therefore,  owns 
the  produce  from  time  of  delivery  until  it  reaches  its  final  destination 
and  does  not  handle  the  crop  on  commission.  It  is  always  best  to 
have  a  representative  of  the  buyer  inspect,  weigh  or  count  the  pro- 
duce as  it  is  being  loaded,  as  this  relieves  the  grower  of  all  future 
responsibility  after  the  checking. 

When  shipping  large  quantities,  one  price  may  be  agreed  upon 
through  the  entire  shipping  season  or  a  weekly  or  daily  price  offered. 
As  an  example,  garden  corn  usually  brings  $2  to  $3  per  sack  at  the 
commencement  of  the  shipping  season  at  Sacramento,  but  later  drops 
to  $1.  By  accepting  a  price  of  $1.50  per  sack  during  the  entire  ship- 
ping season  the  grower  would  receive  about  the  same  amount  as  if  the 
price  was  changed  each  week.  It  is  imperative  that  a  contract  be 
made  and  the  grower  should  have  confidence  in  the  buyer's  honesty. 

Advantages. — The  chief  advantage  of  shipping  by  this  method  is 
that  the  grower  knows  what  price  he  is  to  receive  at  time  of  delivery 


[CIRCULAR  217]  METHODS    FOR    MARKETING    VEGETABLES  9 

and  is  not  affected  by  any  change  in  the  market  quotations  or  condi- 
tions of  vegetables  after  time  of  delivery.  Generally  he  receives  his 
remuneration  within  a  few  days  of  delivery  which  is  seldom  the  case 
when  shipping  on  commission.  If  the  value  is  so  low  that  it  will  not 
pay  to  remove  the  crop,  the  grower  may  defer  the  harvesting  until 
such  time  as  the  market  is  more  favorable  or  plow  it  under,  thereby 
eliminating  considerable  expense.  The  risk  is  much  less  by  selling 
at  shipping  point  and  as  the  grower  knows  the  buyer  personally 
there  is  a  minimum  liability  of  loss  by  dishonesty.  This  method  is 
often  preferable  for  the  small  producer  provided  it  is  impossible  to 
become  a  member  of  a  growers'  association. 

Disadvantages. — There  are  two  chief  disadvantages  of  this  method 
of  marketing :  Owing  to  the  heavy  expense  of  shipping  and  the 
uncertainty  of  the  market  at  the  time  of  delivery,  which  is  consider- 
able, especially  when  shipping  to  long  distance  markets,  the  shipper 
offers  a  low  enough  price  to  protect  him  as  far  as  possible  against 
market  fluctuations.  Occasionally  the  value  of  the  produce  will 
advance  between  delivery  and  the  time  of  selling  and  the  extra  profit 
is  shared  only  by  the  shipper. 

SELLING    F.O.B.    DESTINATION 

This  differs  from  the  loading-point  sale,  in  that  the  grower  ships 
to  the  buyer's  market  and  receives  the  market  price  offered  at  the 
day  of  arrival.  The  grower  pays  the  transportation  charges  which 
are  deducted  from  the  gross  receipts  received.  The  buyer  does  not 
handle  the  produce  on  commission  but  purchases  the  vegetable  out- 
right. As  a  general  rule,  selling  at  the  loading  point  is  preferred  to 
this  method. 

SELLING    BY    CONTRACT 

This  method  may  be  used  in  three  ways:  contracting  before  crop 
is  planted,  during  the  time  the  crop  is  growing,  or  at  the  time  of 
harvesting.  It  enables  the  grower  to  know  the  price  in  advance  of 
delivery.  Occasionally  when  the  buyer  expects  a  heavy  demand  for 
the  vegetable  about  the  time  it  is  matured,  he  will  often  offer  an 
attractive  figure  in  order  to  control  the  crop.  It  may  be  readily 
estimated  whether  or  not  the  producer  can  afford  to  sell  the  vegetable 
at  the  price  offered  and  it  is  often  best  to  accept  the  figure  which 
insures  a  fair  margin  of  profit  rather  than  anticipating  what  the  value 
will  be  at  time  of  maturity.    A  grower  who  thus  disposes  of  the  crop 


10  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

is  often  able  to  borrow  sufficient  money  from  the  purchaser  to  pay  a 
considerable  portion  of  the  cost  of  production. 

A  written  contract  should  be  made  at  the  time  of  selling  stating 
the  price  and  period  of  deliveries.  It  is  also  well  to  have  an  agreement 
specifying  that  the  crop  may  be  delivered  when  in  proper  condition 
to  harvest  and  the  grade  that  will  be  accepted.  The  only  disadvantage 
inherent  in  this  method  is  that  a  higher  price  might  be  received  by 
deferring  selling  until  a  later  date. 

SHIPPING    INDEPENDENTLY 

By  selling  in  carload  lots  independently  the  grower  finds  his  own 
distant  market  and  endeavors  to  eliminate  the  profit  of  the  middle- 
man. Unless  the  producer  is  well  established  this  is  a  very  hazardous 
method  to  employ  and  many  who  have  so  handled  their  vegetables 
have  met  with  partial  or  total  failure. 

It  should  be  remembered  that  all  of  the  large  shipping  concerns 
have  very  complete  and  well  established  branch  offices  or  agents  in 
the  leading  vegetable  markets  in  the  United  States,  and  are  in  con- 
stant touch  with  market  conditions  throughout  the  country.  Hun- 
dreds of  cars  of  vegetables  are  shipped  annually  whose  destination  is 
not  known  at  time  of  starting  but  are  billed  to  certain  eastern  divert- 
ing points  where  their  route  is  always  subject  to  change  depending 
upon  the  demands  of  the  many  markets.  It  is,  therefore,  impossible 
for  an  individual  grower  to  determine  a  week  or  two  ahead  the  market 
to  which  it  is  most  desirable  to  ship,  and  he  should  never  try  to 
compete  with  shipping  firms  unless  special  arrangements  have  been 
made  for  the  acceptance  of  his  produce  at  a  stated  price. 


[CIRCULAR  217]         METHODS    FOR    MARKETING    VEGETABLES  11 


VEGETABLE   MARKETING   ORGANIZATIONS 

During  the  past  fifteen  years  there  have  been  a  large  number  of 
vegetable  cooperative  growing  and  selling  organizations,  generally 
called  associations,  established  throughout  California.  Many  existed 
but  a  very  short  time ;  there  are,  however,  a  number  of  such  associa- 
tions which  are  still  in  existence  and  several  have  become  so  well 
established  that  their  continuance  appears  to  be  permanent. 

The  failures  were  usually  caused  by  dissatisfaction,  poor  manage- 
ment, disloyalty  of  the  members,  and  discontinuance  of  production  of 
vegetables. 

Many  associations  were  started  under  conditions  which  proved  to 
be  disastrous  from  the  start,  due  largely  to  the  location,  volume  of 
business,  quality  and  times  of  maturity  of  crops  handled,  and  local 
management. 

CONDITIONS     UNDER     WHICH     TO     ORGANIZE 

By  a  careful  study  of  the  principal  causes  for  failure  or  success, 
it  was  found  that  the  following  conditions  existed  in  the  association 
which  were  being  conducted  satisfactorily : 

1.  Volume  of  business  large  enough  to  warrant  the  employment  of 
high  class,  experienced  men.  It  is  impossible  to  build  up  a  satisfac- 
tory organization  unless  the  men  who  have  charge  of  tire  various 
departments  are  well  qualified  for  their  work.  The  failure  to  recog- 
nize this  fact  has  been  responsible  for  many  disastrous  results  and 
it  is  very  poor  judgment  to  employ  inexperienced  men  for  these 
important  positions.  In  some  instances  where  failures  occurred  the 
farmers  themselves  were  conducting  the  business  of  the  association. 
A  producer  is  seldom  a  satisfactory  manager  or  packing-house  fore- 
man, as  these  two  positions  require  men  who  can  devote  all  their  time 
to  this  work  and  a  large  amount  of  previous  experience  is  necessary. 

2.  Acreage  sufficient  to  warrant  continuous  carload  shipments 
throughout  the  season.  The  best  results  can  only  be  obtained  when 
the  association  is  operating  continuously  throughout  the  entire  year, 
handling  a  variety  of  vegetables  during  the  various  seasons.  This  not 
only  assures  the  men  steady  employment  but  keeps  the  association 
continually  before  the  buyers.  When  purchasing  large  quantities  of 
produce  the  buyers  much  prefer  a  continuous  supply,  for  after  intro- 
ducing special  brands  regular  shipments  are  commonly  called  for.  If 
the  acreage  is  so  small  that  the  packing  house  is  idle  several  days  per 


12  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

week  it  will  be  impossible  to  hold  the  men  unless  they  are  paid  con- 
tinuously, which  would  increase  the  cost  of  operation  to  such  pro- 
portion that  the  growers  would  be  tempted  to  use  other  methods  of 
disposal.  Many  associations  are,  however,  active  only  from  three  to 
six  months  a  year,  but  during  that  period  continuous  shipments  are 
made,  thereby  bringing  the  cost  of  operation  as  low  as  possible  while 
the  plant  is  being  operated. 

3.  Constant  cooperation  and  loyalty  of  members  is  essential,  for 
in  order  that  any  association  may  be  successful  it  is  imperative  that 
the  members  be  loyal  to  the  association.  Dissatisfaction  of  the  growers 
has  been  the  direct  cause  of  failure  more  than  any  other  factor,  for 
even  though  all  other  conditions  are  favorable  the  organization  will 
never  succeed  if  the  members  are  not  congenial.  It  has  always  been 
difficult  and  many  times  impossible  to  secure  the  desired  cooperation 
among  the  growers  as  they  are  commonly  offered  higher  prices  by 
competing  shippers  than  the  association  is  paying.  This  is  done  in 
an  attempt  to  break  up  the  organization;  as  soon  as  this  is  accom- 
plished the  prices  will  invariably  drop.  At  least  from  60  to  75  per 
cent  of  the  vegetables  planted  in  the  immediate  vicinity  should  be 
handled  through  the  organization  in  order  to  insure  success. 

4.  The  crops  grown  must  be  of  desirable  quality  and  mature  during 
the  season  in  which  they  are  in  demand.  It  would  be  unprofitable 
to  ship  any  vegetable  to  distant  markets  which  are  being  fully  sup- 
plied by  the  local  growers.  Lettuce  is  in  small  demand  in  the  East 
during  July  to  September,  but  will  usually  find  a  ready  market  from 
October  to  June.  The  cost  of  packing,  handling  and  shipping  to  dis- 
tant markets  is  considerable  and  the  final  price  is  so  high  that  unless 
the  quality  is  of  the  best  it  will  be  impossible  to  sell  advantageously. 
The  vegetables  should  be  put  up  in  attractive  packages  and  graded 
carefully  so  as  to  conform  as  closely  as  possible  to  the  market  require- 
ments. 

Advantages  of  Growers'  Associations. — There  are  many  advan- 
tages to  be  derived  from  a  well  organized  association,  a  few  of  which 
are  as  follows:  (1)  It  is  especially  advantageous  to  the  small  grower 
who  would  not  have  enough  produce  to  interest  the  wholesaler  and 
could  not  dispose  of  his  crops  locally.  (2)  Higher  prices  generally 
realized  owing  to  the  large  quantity  shipped,  superior  quality  due  to 
expert  supervision,  uniform  pack,  and  encouragement  of  competition 
between  selling  agencies.  (3)  Steadier  demand  because  of  the  large, 
constant  supply.  (4)  Grower  is  not  directly  confronted  with  market- 
ing problem  which  enables  him  to  devote  all  his  time  and  efforts  to 
production.     (5)  It  is  much  more  convenient  for  a  buyer  to  deal  with 


[Circular  217]        methods  for   marketing  vegetables  13 

an  association  of  growers  than  to  contract  and  inspect  crops  from  a 
large  number  of  small  producers.  (6)  Opportunity  of  obtaining 
valuable  information,  especially  for  the  inexperienced  grower,  at  the 
meetings  of  the  association  where  papers  are  presented  and  discussions 
are  carried  on  by  the  more  successful  growers,  shippers  or  experts 
from  the  various  national,  state,  and  county  agricultural  organizations. 
Some  of  the  principal  difficulties  of  starting  an  association  are  as 
follows:  (1)  Obtaining  the  continuous  support  of  the  members,  (2) 
securing  capable  men  as  managers  of  the  various  departments,  (3) 
difficulties  of  financing,  (4)  securing  sufficient  acreage,  (5)  exorbitant 
demands  which  are  sometimes  made  to  the  buyers  which  tends  to 
discourage  the  various  selling  agencies. 

METHOD    OF    ORGANIZING 

In  some  communities  where  growers'  associations  have  been  pro- 
posed the  farmers  experienced  difficulty  in  adopting  the  proper 
method  of  procedure.  They  have  been  unable  to  conduct  the  meetings 
in  such  a  manner  as  to  make  plain  the  basis  under  which  the  organ- 
ization is  to  be  formed  and  carried  on,  and  the  benefits  to  be  derived. 

The  following  method  of  organization  has  been  successfully  intro- 
duced and  is  herein  given  as  a  suggestion  for  the  establishment  of 
new  associations.  (1)  Call  a  general  meeting  of  growers  in  the  dis- 
trict. (2)  Outline  the  advantages  of  such  an  association  and  give 
in  detail  the  future  plans.  (3)  By  vote,  find  the  number  of  growers 
who  would  become  members  and  the  acreage  available  if  such  an 
organization  were  started.  (4)  Elect  a  board  of  directors  composed 
of  five  or  seven  of  the  local  leading  growers  of  the  vegetables  to  be 
shipped.  It  is  customary  to  pay  the  directors  a  nominal  fee  for  their 
services.  (5)  Elect  a  president.  He  may  either  be  selected  by  the 
board  of  directors  or  by  general  vote,  and  should  be  chosen  from  the 
directors. 

Duties  of  President. — It  shall  be  the  duty  of  the  president  to 
preside  over  the  meetings  of  the  directors  and  to  keep  in  constant 
touch  with  the  dealings  of  the  association.  As  considerable  time  and 
effort  is  needed  for  his  duties,  the  president  usually  receives  remuner- 
ation during  the  period  the  association  is  active. 

Duties  of  Board  of  Directors. — It  is  very  important  that  the 
directors  be  carefully  chosen  and  are  men  who  have  considerable 
business  ability  and  have  the  confidence  of  the  members,  for  they  are 
largely  responsible  for  the  business  of  the  association.  The  members 
of  the  board  are  generally  large  producers  of  the  vegetables  shipped. 


14  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

The  board  usually  meets  weekly  or  monthly,  depending  upon  the 
amount  of  business  to  be  transacted  and  all  matters  of  importance 
are  brought  before  them  for  final  consideration.  The  directors  hire 
a  manager  who  is  paid  a  salary  and  devotes  all  his  time  to  the  business 
of  the  association.  It  is  not  necessary  that  a  local  man  be  chosen  for 
this  position. 

Duties  of  the  Manager. — This  is  the  most  important  position  in  the 
association  and  too  much  care  can  not  be  taken  in  choosing  the  proper 
person.  An  ideal  manager  should  be  well  acquainted  with  the  crops 
grown  and  shipped  and  his  personality  should  be  such  that  he  is  able 
to  keep  the  growers  satisfied.  He  should  also  have  had  considerable 
former  experience  in  packing  and  shipping  vegetables,  be  acquainted 
with  the  various  methods  of  selling,  and  know  personally  the  leading 
shippers  through  whose  firms  the  produce  will  be  handled.  Above  all, 
he  should  be  a  man  with  good  judgment  and  considerable  business 
experience.  A  man  of  such  qualifications  is  worth  and  should  be  paid 
as  high  a  salary  as  the  business  will  permit. 

The  manager  is  responsible  for  all  contracts  made,  choice  of  crops, 
amount  planted  and  all  business  dealings  of  the  association,  such  as 
choosing  the  firms  through  which  to  ship,  collection  and  distribution 
of  the  money  to  the  various  growers,  and  the  issuing  of  shipping 
instructions.  If  the  association  is  large  enough  to  warrant  it,  he  hires 
a  packing-house  foreman  and  one  or  more  field  men,  all  of  whom 
should  be  experts.  It  is  usually  necessary  to  have  one  or  more 
stenographers  or  bookkeepers.  The  manager  should  make  a  formal 
report  of  business  transactions  at  each  meeting  of  the  board  of 
directors. 

Packing-House  Foreman.— This  position  should  be  held  by  one 
who  understands  packing  and  grading  vegetables  and  is  capable  of 
keeping  accurate  accounts  of  the  amount  of  produce  brought  in  by 
the  various  members.  He  also  hires  the  necessary  labor  for  making 
crates,  packing,  grading,  etc. 

Duties  of  the  Fieldman. — To  be  a  successful  fieldman  it  is  necessary 
that  detailed  knowledge  should  be  had  as  to  the  proper  varieties,  time 
of  planting,  and  cultural  requirements,  etc.,  of  the  crops  to  be  grown. 
He  must  also  be  well  acquainted  with  the  local  conditions  and  it  is 
often  advisable  to  choose  a  successful  local  grower  for  this  position. 
He  should  also  have  the  confidence  and  respect  of  the  members  for 
he  is  in  more  constant  touch  with  them  than  any  other  member  of 
the  association. 

The  fieldman  places  the  contracts  with  the  various  growers  and  is 
responsible  for  the  conditions  of  the  crops  from  time  of  planting  until 


[CIRCULAR  217]  METHODS    FOR    MARKETING    VEGETABLES  15 

they  are  delivered  at  the  packing  house.  He  also  advises  the  inexperi- 
enced members  and  gives  directions  when  each  grower  shall  plant 
and  harvest  his  crop,  for  it  is  very  important  that  such  vegetables 
as  lettuce,  cabbage,  celery,  etc.,  be  managed  in  such  a  manner  that 
there  will  be  as  long  a  shipping  season  as  possible. 

Other  officers,  such  as  treasurer  and  secretary,  etc.,  may  be 
appointed  by  the  manager  or  board  of  directors. 

Growers'  Relations  to  Association. — The  individual  grower  has 
very  little  to  do  with  the  business  of  the  association  and  should  abide 
by  the  decision  of  the  directors,  president  and  manager,  for  it  has 
been  found  impossible  to  successfully  operate  when  the  authority  is 
vested  in  a  large  number  of  people. 

If  there  is  a  large  membership  there  is  always  the  possibility  of 
grievances  and  these  should  be  sent  in  to  the  directors'  meetings  for 
consideration.  Meetings  of  all  members  are  held  occasionally  during 
the  season,  at  which  time  important  questions  are  usually  considered. 
It  is  also  a  good  plan  to  hold  open  meetings  occasionally  where  dis- 
cussions may  be  carried  on  or  addresses  given  by  experts  or  local 
members.  These  are  especially  desirable  when  any  topic  of  general 
interest,  such  as  control  of  some  disease  or  insect  pest,  is  of  vital 
importance. 

At  the  beginning  of  the  season  each  member  is  given  a  number 
and  all  produce  which  is  accepted  by  the  association  is  credited  to  his 
account.  It  often  happens  that  several  growers  will  have  vegetables 
in  the  same  car  and  when  the  returns  are  received  they  are  divided 
according  to  the  amount  each  grower  has  shipped.  In  some  associa- 
tions the  growers'  number  is  stamped  on  each  crate  before  shipping, 
which  is  often  very  desirable.  All  vegetables  should  be  up  to  a  certain 
standard  set  by  the  association  before  being  accepted. 

The  grower  cannot  sell  vegetables  that  he  has  agreed  to  ship 
through  the  association,  to  any  other  shipper  without  first  obtaining 
a  release  from  the  association  of  the  crops  so  disposed  of,  nor  can  he 
withdraw  from  the  association  during  the  life  of  the  contract  which 
has  been  made. 

Method  of  Financing. — The  association  is  not  a  profit-making  con- 
cern but  a  charge  is  made  for  handling  the  produce,  sufficient  only 
to  defray  the  cost  of  operation ;  any  surplus  is  returned  to  the  mem- 
bers at  the  end  of  the  season,  the  amount  determined  by  the  quantity 
shipped  by  each  grower.  It  is  necessary  to  obtain  enough  capital  to 
meet  the  cost  of  operation  until  the  shipping  season  starts,  at  which 
time  the  organization  should  eventually  become  self-supporting.  The 
money  for  the  establishment  of  the  association  or  the  financing  of  the 


16  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

growers  may  be  secured  by  two  methods:  (1)  Board  of  directors  bor- 
rowing money  from  local  banks  in  the  name  of  the  association  if 
incorporated,  or  over  their  individual  signatures  if  not  incorporated. 
(2)  By  arrangements  with  the  shipping  firm  through  which  contract 
is  made  for  handling  the  crops.  In  this  case  the  money  is  advanced 
by  the  distributor  to  the  association  and  they  in  turn  may  loan  the 
money  to  the  individual  growers. 

The  expenses  of  the  association  are  met  by  retaining  a  small 
percentage  of  the  net  sales  of  the  product  which  would  be  determined 
by  the  volume  of  business  handled  through  the  association  and  the 
total  amount  of  expenses.  As  it  would  be  difficult  to  determine  at 
the  beginning  of  the  season  the  amount  to  be  retained,  it  will  be 
necessary  to  estimate  somewhat  in  excess  above  the  actual  expenses, 
and  the  remainder  is  returned  to  the  growers  at  the  end  of  the  season. 

Methods  of  Selling. — Any  of  the  methods  of  selling  may  be  used, 
and  the  selection  is  usually  left  to  the  manager  or  directors.  However, 
it  will  normally  be  found  more  advantageous  to  ship  on  commission, 
provided  a  reliable,  well-organized  distributor  is  selected  who  bears 
a  reputation  for  successful  marketing. 

LEADING    VARIETIES    OF    VEGETABLES    FOR    CALIFORNIA 

In  table  1  will  be  found  a  list  showing  the  leading  varieties  of 
vegetables  and  the  season  in  which  each  is  in  most  demand.  It  is 
impracticable  to  mention  all  the  varieties  which  are  being  successfully 
grown,  and  some  which  are  listed  are  not  adapted  to  all  sections  of 
the  state. 

The  climatic  conditions  in  California  are  so  variable  that  it  is 
impossible  in  most  localities  to  mature  the  various  vegetables  during 
as  long  a  period  as  shown  in  the  table,  but  the  crops  are  being  shipped 
in  carload  lots  from  some  sections  of  the  state  during  the  months 
indicated. 

Table  1. — Leading   Varieties   of  Vegetables   and  Most  Desirable   Shipping 

Period 


Most  Desirable  Shipping 

Vegetables 

Varieties 

Period 

Artichoke 

French  Globe 

Dec-Apr. 

Asparagus 

Palmetto 

Feb.-Apr. 

Beans 

Golden  Wax 

Mar-June,    Oct.-Jan. 

Beans 

Kentucky   Wonder 

May-July,    Oct.-Dec. 

Beets 

Crosby's  Egyptian 

Dec-June 

Beets 

Detroit  Dark  Eed 

Dec-June 

Brocolli 

Black  Brocolli 

Jan.-Apr. 

[CIRCULAR  217]         METHODS    FOR    MARKETING    VEGETABLES 


17 


Vegetables 
Brussels  Sprouts 
Cabbage 
Cabbage 
Cabbage 
Cantaloupes 
Carrots 
Carrots 
Carrots 
Casaba 
Cauliflower 
Cauliflower 
Celery 
Celery 
Corn 
Corn 
Corn 

Cucumbers 
Cucumbers 
Egg  Plant 
Lettuce 
Onion 
Onion 
Parsnips 
Peas 
Peas 
Peas 
Peppers 
Potatoes 
Potatoes 
Pumpkin 
Eadish 
Kadish 
Ehubarb 
Ehubarb 
Ehubarb 
Spinach 
Spinach 

Summer  Squash 
Summer  Squash 
Tomatoes 
Tomatoes 
Turnips 
Winter  Squash 


Table  1 — (Continued) 

!.     i.'ij-   lu  -L    - 
Varieties 

Half  Dwarf,  Paris  Market 

Winningstadt 

Copenhagen    Market 

Early  Flat  Dutch 

Eocky   Ford 

Danvers  Half  Long 

Oxheart 

Chanteney 

Golden  Beauty 

Early  Paris 

Snowball 

Golden  Self -blanching 

White  Plume 

Early  Crosby 

Early  Minnesota 

Stowell's  Evergreen 

Long  Green 

White  Spine 

N.  Y.  Spineless 

Los  Angeles,  Iceburg 

Australia  Brown,  Yellow  Globe 

Danvers,  Bermuda 

Hollow  Crown 

Horsford's  Market  Garden 

Alaska 

Telephone 

Bull  Nose  or  Large  Bell 

American  Wonder 

Burbank,  Early  Eose 

California  Cheese 

Scarlet  Turnip 

Long  Scarlet 

Wagner  Crimson  Winter 

Burbank  Crimson  Winter 

Strawberry 

Prickly  Winter 

Long  Standing 

White  Bush  Scallop 

Yellow  Crooked  Neck 

Stone 

Sparks 's  Earliana 

Purple  Top  White  Globe 

Hubbard 


Most   Desirable   Shipping 

Period 
Oct.-Mar. 
Jan-Mar. 
Nov.-June 
Nov.-June 
May-July 
Nov.-June 
Nov.-June 
Nov.-June 
Oct.-Jan. 
Oct.-Nov. 
Nov.-Jan. 
Oct.-Jan. 
Sept.-Dec. 
Mar-Dec. 
Mar-Dec. 
Mar.-Dec. 
Apr-July 
Oct.-Dec. 

May-July,  Oct.-Dec. 
Oct.-June 
All  year 
All  year 
Nov.-Apr. 
Nov.-May 
Nov.-May 

May-July,  Oct.-Dec. 
May-July,  Oct.-Dec. 
Nov.-July 
Nov.-July 
Oct.-Jan. 
Oct.-June 
Oct.-June 
All  year 
All  year 
Feb.-June 
Oct.-Feb. 
Feb.-May 
May-Dec. 
May-Dec. 
Dec. 

Apr.-July 
Nov.-May 
Oct.-Feb. 


In  table  2  is  shown  the  market  requirements  of  the  various  vege- 
tables ;  the  quality  must  be  up  to  the  standards  of  the  market  in  order 
that  top  prices  may  be  received. 


18  UNIVERSITY    OF    CALIFORNIA EXPERIMENT    STATION 

Table  2. — Market  Requirements  of  Vegetables 

Artichoke :   Medium  size,  solid. 

Asparagus:  Large,  tender  stalks,  uniform  in  size,  heads  firm. 

Beans:    Large,   well-developed   beans   and   pods,    free    from   rust   or   worm   holes. 

Uniform  in  size. 
Beets:   Uniform  in  size  and  shape,  dark  red  in  color  throughout  the  interior  and 

on  surface. 
Brocolli :  Medium  size  white,  smooth,  solid  heads  ;  no  leaves  should  appear  between 

segments. 
Brussels  Sprouts:  Solid,  well  developed,  uniform  in  size,  highly  colored,  free  from 

aphis. 
Cabbage:   Solid,  medium  large  heads,  free  from  aphis  or  worm  injury;   uniform 

in  size. 
Cantaloupe :  Uniform  in  size,  color,  solid,  degree  of  ripeness  determined  by  method 

of  marketing. 
Carrot:    Highly  colored  throughout,   uniform  in   shape  and  size   and   absence   of 

core  in  center. 
Cauliflower:   Same  as  Brocolli. 
Casaba:   Uniform  in  size,  highly  colored,  flesh  firm,  small  seed  cavity,  degree  of 

ripeness  determined  by  method  of  selling. 
Celery:   Well   blanched,  stalks  tender  and   of  fine  texture,   highly  flavored,   crisp 

and  of  uniform  size,  free  from  blight  and  insect  injury. 
Corn:   Large  ears,  small  cob,  large,  well-filled  kernels,  especially  near  tip,  sweet 

in  flavor  and  not  over-ripe,  rows  even,  ear  as  free  from  worm  injury  as  possible. 
Cucumbers:   Uniform  in  size,  solid,  straight,  smooth  outer  surface  deep  green  in 

color,  flesh  white.     A  long  slender  cucumber  is  not  as  desirable  as  one  medium 

in  length  and  thick. 
Egg  Plant:  Highly  colored,  small  seeds,  and  uniform  in  shape  and  size. 
Lettuce:    Large   solid   heads,   crisp   leaves,   free   from   sunburn,    aphis   injury,    or 

interior  rotting. 
Onion:  Firm,  large,  outer  skin  thick  and  tight,  free  from  sunburn  and  thoroughly 

cured,  especially  for  storage  and  long  distance  shipments. 
Parsnips:   Medium  in  size,  gradually  tapering  to  end  of  root,  straight,  smooth, 

tender  in  flavor. 
Peas:    Large,  well-filled,  highly  colored  pods,   peas  tender  and   sweet   in   flavor; 

pods  free  fro  minjury  from  aphis,  frost  or  mildew. 
Peppers:  Large,  uniform  in  size  and  shape,  dark  green;   flesh  thick. 
Potatoes:    Smooth,   medium   sized,    carefully   sorted,   skin   firm,   white  throughout 

interior,  mealy  in  texture,  uniform  in  shap,  free  from  disease  or  insect  injury. 
Pumpkin :    Medium  sized,  thick  flesh,  highly  colored,  small  seed  cavity. 
Radish :  Crisp,,  mild  in  flavor,  highly  colored,  medium  in  size. 
Rhubarb :   Large,  highly  colored  stalks,  uniform  in  size  and  tender. 
Spinach:  Medium  size  leaves,  green  in  color  and  tender,  free  from  aphis  injury. 
Summer  Squash:    Solid,  small  seed  cavity,  thick  flesh,  medium  size. 
Tomatoes:  Dark  red  in  color,  solid,  small  seed  cavity,  flesh  firm,  and  uniform  in 

shape  and  size;    degree  of  ripeness   determined   by  method   of   selling. 
Turnips:    Medium  large,   sweet,   uniform   in   size   and   shape,   absence   of  core   in 

center. 
Winter  Squash:   Large,  thick  flesh,  hard  shell,  highly  colored,  small  seed  cavity. 


[CIRCULAR  217]  METHODS   FOR   MARKETING   VEGETABLES  19 

PRODUCING    VEGETABLES    FOR    THE    CANNERIES 

The  vegetable  canning  industry  has  increased  very  rapidly  in 
California  during  the  past  five  years,  and  there  is  now  located  one 
or  more  canneries  in  each  of  the  vegetable  growing  centers  of  the  state. 
Thousands  of  acres  of  vegetables  are  annually  produced  in  California 
for  canning  purposes,  and  under  favorable  conditions  for  production 
this  method  of  marketing  is  ^ery  satisfactory  to  the  producer. 

The  following  are  the  principal  advantages  in  growing  vegetables 
for  this  market:  (1)  The  grower  knows  before  time  of  planting  the 
price  he  will  receive  for  his  crop;  (2)  a  steady  market  is  assured; 
(3)  a  larger  acreage  of  certain  vegetables  may  be  grown  than  when 
producing  for  the  fresh  market;  (4)  a  minimum  amount  of  risk  is 
assumed  by  the  grower. 

The  principal  disadvantages  are  that  the  canneries  prefer  to  con- 
tract for  a  considerable  acreage,  which  makes  it  undesirable  for  the 
one  who  is  farming  only  a  few  acres.  The  prices  offered  are  usually 
below  what  would  be  received  in  the  fresh  market,  but  this  is  often 
offset  by  the  large  volume  of  business  and  stabilized  prices.  The  prin- 
cipal vegetables  used  are  asparagus,  tomatoes,  peas,  cabbage,  beans, 
spinach,  squash,  pumpkin,  rhubarb,  cucumbers,  and  root  crops.  The 
usual  amount  of  land  planted  for  the  canneries  varies  from  ten  to 
several  hundred  acres. 

The  same  care  in  the  selection  and  care  of  crops  should  be  exercised 
when  growing  for  the  cannery  as  when  producing  vegetables  for  the 
fresh  market. 

Contracts  for  producing  vegetables  for  the  canneries  may  be 
secured  through  the  manager,  buyer  or  field  men. 

PRODUCING    VEGETABLES    FOR    THE    DRIERS 

Vegetable  driers  have  now  been  installed  in  many  sections  of 
California,  and  in  certain  districts  their  continuance  appears  to  be 
assured.  The  grower  who  is  producing  for  this  market  may  either 
contract  his  crop  in  advance,  as  when  growing  for  the  cannery,  or 
dispose  of  his  vegetables  at  the  market  price  at  time  of  delivery. 
Under  normal  conditions,  the  former  method  is  preferable. 

[20m-12,*19] 


